Changyou - Playing can't be bad / Daughter - (2015) :45 (China)

Co-created by Del Campo Saatchi & Saatchi and Saatchi & Saatchi Greater China, three spots for online game developer Changyou explore all the reasons people might want to have a little fun in the world of online gaming. When the little girl wonders why her father just wants to play online games, we see that she's had him in tutus and at tea parties plenty of times, as well as forced him to watch the same movie, over and over until he knows every word to every song in "Frozen". This is my least favourite one, because children will take on all the guilt for things they never intended. As an in-joke for adults it works fine, especially the cock-blocking ability of kids (how on earth has humankind ever survived?), I just hope this airs later at night when little tutu-obsessed tea-party girls don't see it.

update: This campaign won a Cristal award

Agency: Del Campo Saatchi & Saatchi and Saatchi & Saatchi Greater China